한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제21권5호
  • /
  • Pages.536-540
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  • 2006
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  • 1225-7060(pISSN)
  • /
  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
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외식업소에 대한 구전 메시지 발신자 신뢰도와 구전효과의 상관성 분석

A Correlation Analysis between Word-of Mouth Message Sender Credibility and WOM Effect

  • 차성미 (연세대학교 식품영양과학연구소) ;
  • 신서영 (연세대학교 생활환경대학원 호텔 외식 급식경영)
  • Cha, Sung-Mi (Research Institute of Food & Nutritional Science, Yonsei University) ;
  • Shin, Seo-Young (Hotel, Restaurant & Institutional Management, Graduate School of Human Environmental Sciences, Yonsei University)
  • 발행 : 2006.10.31
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초록

The purposes of this study were 1) to analyze the correlation between Word-of-Mouth(WOM) message sender credibility and WOM effect and 2) to analyze the differences of WOM message sender creadibility and WOM effect in off-line and on-line WOM communication. The messages were created as a form of scenario for this study. Respondents were asked to evaluate the message sender credibility and predict WOM behaviors after reading given scenario. The questionnaires were distributed to 200 customers and a total of 175 questionnaires were used for analysis(87.5%). The statistical analysis was conducted using SPSS Win(12.0) for descriptive analysis, paired t-test, factor analysis, correlation analysis. The positive off-line WOM message sender was considered as more credible(p<.001) than on-line WOM message sender. 'Message sender credibility' is correlated with 'attitude formation' in both channels, but 'reliable' factor of 'credibility' variable is not significantly correlated with 'attitude change'.

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